[11][12][13] Schneerson's general outreach activity began already in the early years of leadership, but was accelerated with the call for encouraging these specific practices.
[16][4][17] After the victory of the Six Day War and the seizure of the Western Wall, Schneerson intensified this call, and his Hasidim gave hundreds of thousands of Jews the opportunity to don tefillin, many for the first time.
In the fall, Schneerson publicly addressed these issues at the farbrengen of parashat bereshit that year, later published in the rabbi's books of Likkutei Sichos.
[19] Shortly afterward, the yearly conference of the heads of the World Agudath Israel took place, at which one of the speakers publicly criticized Schneerson and the tefillin campaign.
"[21] One should strive as much as possible, and more, to influence every single Jew, regardless of his location or circumstances, to designate a set time for Torah study.
He emphasised their importance, saying: In practical terms, each Jew must proceed in Torah and Mitzvos, the channels for his growth being the Ten Mivtzoim, beginning with oneself, and then spreading forth Torah and Jewishness to the fullest extent of his influence ... As stated on the cover page of “Tanya” — “this service is not far removed from you, in the heavens or across the sea, but rather close to you and within your potential, with your mouth and heart, and able to be accomplished in deed”.
[2]He also stressed warmth and friendliness: When he starts to speak with another Jew he might think that the way to bring him to complete fulfillment of the Mitzvos is to show him a sour face, and to let him know that he is unhappy to have to deal with him.